Johnnie Walker has partnered with Netflix’s global hit series “Squid Game” to release a special line of Black Label Scotch whisky. This initiative is part of a larger co-branded campaign to promote the upcoming second season of the show, set to premiere on December 26. The partnership includes limited-edition bottles, experiential marketing, and digital integrations across multiple continents, ensuring the Scotch whisky giant stays at the forefront of pop culture discussions.
The collaboration gives Johnnie Walker’s iconic Striding Man a “Squid Game” makeover. The recognizable logo now dons a green tracksuit similar to the ones worn by the game’s participants. Each bottle of this Black Label line is marked with a unique number between 1 and 456, representing the show’s participant count, making them highly collectible items for fans. The bottle’s label has also been reimagined to match the color and texture of the tracksuits worn by players, with a fabric pattern varnish that echoes the gritty tone of the series.
To launch the collaboration, Johnnie Walker staged a Times Square takeover at precisely 4:56 p.m. ET—a time stamp referencing the show—transforming the area into a massive “Squid Game”-themed spectacle. Fans were invited to take part in a recreated game challenge reminiscent of the series, bringing the adrenaline of the fictional world into real life. The campaign further includes out-of-home advertising, social media engagements, and retail marketing that spans the U.S., Europe, and Asia.
“Squid Game’s brutal yet compelling satire of wealth disparity has clearly not deterred brands like Johnnie Walker from joining forces,” noted a representative from Diageo North America. The company also created a new cocktail called “The 456,” featuring traditional Korean ingredients, in collaboration with mixologist Ginn Choe, adding another layer of thematic synergy between the brand and the show.
This isn’t Johnnie Walker’s first foray into pop culture partnerships. The brand previously released bottles inspired by “Game of Thrones,” and its alignment with “Squid Game” cements its strategy of blending traditional Scotch whisky branding with modern entertainment properties. The campaign, which includes ads on Netflix’s ad-supported tier and sponsorship of “Squid Game: The Experience” in New York City, is designed to deepen consumer engagement and appeal to a younger, entertainment-focused audience.
However, the campaign may raise eyebrows. “Squid Game” features scenes where affluent characters sip spirits while watching gruesome games unfold, which could cause some dissonance for those familiar with the show’s critique of societal excess. Nonetheless, the campaign’s launch speaks to Netflix’s commitment to leveraging its content for advertising growth. Netflix’s ad-supported tier, introduced in 2022, has seen rapid growth, with ad sales increasing by 150% year-over-year in its latest round of advance negotiations with advertisers.
With “Squid Game” back in the spotlight, Johnnie Walker is taking a calculated risk that its nod to the show’s iconic elements will drive brand buzz and reinforce its image as a forward-thinking brand. As the campaign unfolds globally, it will be interesting to see how audiences react to this unique blend of high-stakes drama and high-quality Scotch.
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